Abstract: Product attribute is one of the most important criteria in consumers' purchase decision making. This study examines consumers' perceptions on the essential quality attributes of fresh produce. For this purpose, 1,562 usable responses were analysed. Findings show that quality product attributes such as absence of defect, absence of blemishes, ripeness, freshness, absence of pesticides, absence of preservatives, nutritional value and cleanliness are consistently rated as important for both fruits and vegetables.

Abstract: The functional food market is rapidly expanding, with manufacturers promoting the perceived health benefits of food products to specific consumer groups. Therefore, this study seeks to understand whether consumers have adequate knowledge when choosing functional foods in Malaysian food and if there is a significant difference in knowledge concerning functional foods among the Malays, Chinese and Indians. This study also explores the information sources that consumers use in developing their knowledge and choosing different types of functional food. Data was collected from 600 Malaysian consumers through a self-administered survey. Analysis of Variance and confirmatory factor analysis using Structural Equation Modelling were conducted to test two propositions of this study. The results obtained indicate that consumers have adequate knowledge of functional food; that there is a significant difference in the level of knowledge concerning functional foods among the Malay, Chinese and Indian ethnic groups. The study also identified the communication channels – personal (family, relative, experience and friends) and impersonal (mass media, salesperson, packaging, and the Internet) sources that can be used by food practitioners, government agencies and food marketers to communicate the accurate health benefits of functional food. Proper dissemination of accurate health promotional information will increase the consumption of functional foods in Malaysia's multi cultural society.

Abstract: Goat meat is somewhat unpopular among the general population of Malaysia and its per capita consumption has remained stagnant while consumption of other animal proteins has been increasing in line with growing affluence and urbanisation. This paper examines the consumer preference for goat meat through an exploratory study on consumers and food service establishments. The general objective of this study was to ascertain the market potential for the goat meat industry. The study found that while goat/sheep meat was consumed by over 72% of the respondents, the per capita consumption was very low, indicating that there is a lot of upside potential. However, in view of production constraints and the dependence on imported goat/sheep meat to meet domestic requirements, there is a need for caution on encouraging increased consumption which may lead to higher imports. Policy makers should re-examine current livestock policies and focus on meat segments which clearly have market potential domestically and internationally.

Abstract:The purpose of this study is to examine the expectations of European importers and distributors, namely large scale importers, importers/wholesalers and large scale retailers in identifying the potential of Malaysian tropical fruits export. he European market is the focus of this study because it is recorded that European Union is one of the top importing nations of tropical fruits. An industry study which included 11 large scale importers, 35 importers/wholesalers and 12 large scale retailers was conducted to understand the expectations of these foreign tropical fruits importers and distributors. This includes integrating previous research findings related to fruit and vegetable studies in the European market to have an in-depth understanding of the supply chain of fruits market in European countries. Unlike branded consumer products that use pull strategy, tropical fruits export depends on push strategy, and the key channel members in distributing tropical fruits are large scale importer, importers/wholesalers and large scale retailers. These channel members might deal directly or indirectly with Malaysian tropical fruits exporters. Thus, it is critical to understand the distribution structures and expectations of these key channel members. This paper focuses on elaboration of the key players (large scale importers, importers/wholesalers and large scale retailers) in international distribution network of tropical fruits in European market, in particular the Netherlands market which serves as a gateway for tropical fruit distribution. Findings from this study also serve as useful guidelines for tropical fruits producers and exporters who aim at penetrating European markets.

Abstract: Contract Farming (CF) is seen as a means of fostering smallholder participation in new high-value product markets and improving quality standards, thus increasing and providing stability to smallholder incomes. This study aims to identify the factors related to CF as a new marketing practice among selected vegetable and fruit suppliers. The specific objectives are to identify factors influencing vegetable and fruit suppliers to engage in CF, and to suggest policy initiatives that promote CF sustainability. The factor analysis identified five factors that lead farmers in Peninsular Malaysia to participate in contract farming of fresh fruits and vegetables (FFV) in the context of the new supply chain namely market assurance, access to marketing information and technology, transfer of technology to improve farming practices, access to inputs and indirect benefit. The findings show that farmers are interested in CF because it helps them gain better knowledge in cultivation practices, get access to marketing information, market their produce and utilise farm resources. At the same time, CF or contract arrangements can be a valuable source of knowledge that can be employed to enhance their productivity.